|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Contender: Hong Kong Cool
Agency: Design Army
Client: Hong Kong Ballet
Takahiro Hosoda, ECD, TBWA Hakuhodo:
In this graphical series, I feel they successfully elevated the name Hong Kong Ballet from beyond just being the name of the troupe, towards becoming an artistic genre in itself. Instead of shying away from being “Asian”, they actually reveled in it and really brought it to the fore. By doing this, they remained almost stubbornly true to their cultural heritage, refusing to erase their “Asian-ness” in order to somehow make it “global”. I want the judges and audiences at Cannes to appreciate the significance of this, along with the power and beauty they display.